Chicago Fire FC is starting the 2025 MLS season with a significant reset, both on and off the field. With the hiring of former USMNT manager Gregg Berhalter and the unveiling of a state-of-the-art training facility, the club has also launched a new brand campaign called Fire Up in partnership with the agency Someoddpilot.
Fire Up is more than just a marketing effort; it is a rallying cry meant to unite Chicago’s soccer fans, generate excitement for the upcoming season, and solidify the Fire’s presence in the city’s culture.
While the MLS buzz focuses on global stars like Lionel Messi at Inter Miami, Chicago Fire FC is creating its own moment of reinvention. With Berhalter leading the way, significant player signings, and ongoing investments in infrastructure, Fire fans have plenty to look forward to.
CMO Dan Moriarty sees the rebrand as a turning point for the club: „2025 marks the start of a new era for Chicago Fire FC. With the arrival of Gregg Berhalter as our Director of Football and Head Coach, there is a palpable excitement among our fanbase as we head into the 2025 season.“
The Fire Up campaign aims to capture the spirit of Chicago and spark a city-wide movement around the club. It kicked off with a cinematic short film aired during the Super Bowl in the Chicagoland area, setting a tone of unexpected and electrifying storytelling.
Beyond digital platforms, the campaign includes eye-catching out-of-home activations strategically placed around the city and near Soldier Field. Someoddpilot’s storytelling expertise ensures that Chicago Fire FC becomes deeply embedded in the city’s identity, sparking conversations among fans and casual spectators.
Founder and CCO Chris Eichenseer highlights the campaign’s emotional impact: „It’s an exciting time for soccer in America, and The Fire has been at the forefront of the sport’s growth. As fans ourselves, it was a thrill to rejuvenate their brand and bring the city back to the stadium for the upcoming season.“
In addition to tapping into Chicago’s soccer culture, the Fire Up campaign is a multi-year initiative to increase awareness and boost game attendance. The campaign will run across social media, regional TV, and key out-of-home locations throughout the season.
With a fresh brand identity, a top-tier coach, and a clear vision for the future, Chicago Fire FC is poised for a breakthrough season.